Singapore – Omnicom Media Group agency OMD has secured a major regional win, being appointed media agency of record (AOR) for Under Armour in the Asia-Pacific region. The decision follows a competitive six-month pitch process involving agencies from multiple holding companies.
Under the new mandate, OMD will oversee brand and performance media planning and buying across key APAC markets, including China, Korea, Australia, Singapore, Malaysia, Thailand, and Hong Kong.
The appointment expands OMD’s existing relationship with Under Armour, which began in 2023 when the agency was named Media AOR for the brand in North America and EMEA.
Charlotte Lee, CEO of OMD APAC, said the extended partnership reflects the success of their global collaboration so far.
“Since 2023, Under Armour and OMD have worked closely to drive growth in a complex and highly competitive environment. As we take this partnership into APAC, OMD will bring industry-leading talent, tools, and technology to turn consumers into loyal Under Armour customers,” she said.
Meanwhile, Dimitrija Georgiev, head of media and digital marketing at Under Armour, expressed confidence in OMD’s capabilities.
“Their scale, sharp strategic thinking, and data-led approach make them an ideal partner. As we grow our brand globally and deepen our digital-first approach, OMD’s expertise will help us move faster and stay connected with our consumers,” he noted.
During the pitch, OMD stood out for its ability to integrate brand and performance under one team, bolstered by a strong track record in China’s complex media landscape, including advanced social and ecommerce solutions. The agency’s access to a wide network of Omnicom specialist agencies through its “Agency as a Platform” model was also a key differentiator.
The appointment comes as OMD rolls out its new global positioning, “We Create What’s Next,” which focuses on helping brands unlock growth through innovation in retail media, connected TV, creator ecosystems, and emerging technologies like generative AI.
